by September 5, 2008 0 comments



We have a very interesting situation in this segment. Intel was rated as the
most future ready brand in motherboards, and AMD was rated as the second most
future ready.

Unfortunately, AMD doesn’t manufacture its own boards to sell in the market.
It sells chipsets to its partners who then manufacture boards and sell with
their own brand names. So while AMD has very strong brand recall, none of its
OEM partners have strong enough recall value for its products. The same logic
can be applied for Intel as well, but then Intel does sell motherboards in the
market.

The third brand that mae it to the Users’ Choice future ready club is
Gigabyte, followed by Asus. None of the other motherboard brands received
sufficient votes to qualify. In brand persuasion, Gigabyte tops the charts,
followed by Asus and finally Intel.

This is only to be expected because the brand with the highest mass (Intel)
is likely to loose some of it to other brands. The brand pull situation is no
different.

Intel enjoys the highest brand loyalty at 51%. Gigabyte has 24% loyal users
and another 43% saying they’re likely to move to a competing brand. Asus had 28%
of its existing users likely to shift.

So finally, if Intel is moving at a speed of 100, then AMD is moving at 54,
Gigabyte is far behind at 24, and the last one, Asus at only 14%.

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